The document discusses developing an advertising policy for Pakistan. It notes that the Pakistani advertising industry has grown since the 1950s to include over 200 registered agencies. It identifies opportunities to develop the industry through exporting advertising services, training advertising professionals for international markets, and establishing standards for electronic papers. Stakeholders across government, advertising agencies, and industry groups must work together to draft an advertising policy and develop the necessary training, regulations, and support to realize the industry's potential.

1. Pakistan Advertising Policy
Consultation
Phase

2. Executive Summary
Pakistani advertising industry is steadily growing
since 1950s. Today there are more than 200
registered advertising agencies in the country. For
understanding and optimally tapping opportunities,
we need Pakistan Advertising Policy to be framed
and implemented in letter and spirit.
Perceived results and beneficiaries of advertising
policy are motivating factors. Hopefully change-
prone stakeholders would contribute their
suggestions and strategies.
Future of advertising industry of Pakistan is bright.
Hopefully Ad Geek Daily or Aurora would prepare
draft of 1st
Pakistan Advertising Policy.

3. Advertising Volume

4. Advertising Services Exports

5. Advertising Volume (Forecast)

6. Advertising Volume (Normative Forecast)

7. Advertising Volume
(FATA)

8. Advertising Volume (AJK)

9. Pak Exportable Ad Services
– Online Copywriting
– Copywriting
– Creative Writing
– Technical Writing
– Article & Blog Writing
– Word Processing
– Data Entry & Research
– Proofreading
– Photography
– Translation (Eng-Arab /
Eng-Urdu)
– Editing
– Microsite Development
 Graphic Designing
 Product & Package Designing
 Publishing
 Industrial Research
 Fashion Designing
 AV Production
 Vinography
 Modeling
 Printing
 Social Media Marketing
 Online Telemarketing
 Business Research

10. Advertising Skills Market
Position Qualification Intl Qualification Demand Monthly Pay
(2013)
India/Pakistan
Weekly Pay
(2014) USA
Copywriter BA, MA Test of Creative Writing
(UK and USA), Test of
Content Writing
USA, Hong
Kong, UK,
South Africa
Rs.59000 Rs.80000
Creative Writer BA, MA Test of Creative Writing
(Fiction) USA, UK; Test of
Creative Writing (Non-
Fiction) USA, UK
USA, UK,
Australia,
South Africa
Rs.70000 Rs.120000
Proofreader BA, MA Test of Proofreading &
Test of English (UK and
USA)
USA, Hong
Kong
Rs.85000 Rs.100000
Graphic
Designer
BA, BFA Test of Designing, Test of
Photography
Hong Kong,
UAE
Rs.45000 Rs.80000
Strategy Writer BBA, MBA Test of Marketing, Test of
Psychology, Test of
Management, Test of
Communication, Test of
Publishing, Test of Kaizen
USA, Hong
Kong
Rs.74000 Rs.180000
Media Planner BA, MA Test of Management, Test
of Public Relations, Test of
Marketing or Advertising
USA, UK,
South Africa
Rs.55000 Rs.120000

11. Advertising Skills Market
Position Qualification Intl Qualification Demand Monthly Pay
(2013)
India/Pakistan
Weekly Pay
(2014) USA
Art Director BA, MFA Test of Psychology, Test
of Publishing, Test of
Designing
USA, Hong
Kong, UK
Rs.65000 Rs.160000
AV Director BA, MA, MFA Test of Photography,
Test of Film Production,
Test of Editing
USA, Hong
Kong, China
Rs.70000 Rs.180000
Asst AV Director BA, MA, MFA Test of Photography,
Test of Film Production,
Test of Editing
USA, Hong
Kong, China
Rs.50000 Rs.125000
Translator BA, MA Test of Translation
(English to Urdu / Urdu to
English)
India, China Rs.45000 Rs.65000
Visualizer BA, MA Test of Psychology, Test
of Publishing, Test of
Designing
UK, USA Rs.35000 Rs.45000
TQM Manager BA, MA Test of Kaizen; Test of
Total Quality
Management, Six Sigma
(Green Belt)
Japan, South
Korea
Rs.75000 Rs.90000

12. Advertising Skills Market
Position Qualification Intl Qualification Demand Monthly Pay
(2013)
India/Pakistan
Weekly Pay
(2014) USA
NL Editor BA, BFA Test of NL Editing Singapore Rs.50000 Rs.80000
Researcher BA, MA, MBA Test of Research
Methods, Test of
Communication, Test of
Six Sigma or TQM
USA, China,
Hong Kong
Rs.100000 Rs.180000
Social Media
Expert
BA, MA, MBA Test of Social Media, Test
of Online Marketing, Test
of SEO
USA, UK,
Hong Kong,
China
Rs.65000 Rs.100000
Article Writer BA, MA, MSc Test of Content Writing,
Test of Publishing, Test of
Proofreading, Test of
Marketing and Customer
Service
USA, Hong
Kong, China,
UK, South
Africa
Rs.70000 Rs.180000
Photographer BA, BFA Test of Photography US, UK, Hong
Kong, UAE
Rs.30000 Rs.60000
Wordprocessor BA, MA Test of MS Word, Test of
Typing
US, UK, Hong
Kong, UAE
Rs.40000 Rs.70000

13. Expectations of Intl Customers
 Integrity & Business Ethics
(Universal Corporate Identification Number –
UCIN and International Bank Account Number
- IBAN)
 Skilled Human Resource
(Healthy, Qualified and certified by PAA)
 ISO-9000 certified communication agencies
 Social TV Network Association of Pakistan
 Application Developers
(Teen-focus, product-focus, professional-
focus)
 Outdoor Media Association of Pakistan
 Online Marketers Association of Pakistan
(50000 email accounts on Constant Contact)

14. Vital-Few Opportunities
Ad Services
Exports
Adpersons
Training
for Global
Economy
Advertising Fish
OEC, TDAP, Ministry of
Planning & Development,
FBR, Ministry of Finance and
FPCCI are main customers
of these long term permanent
opportunities. Government
of Pakistan and Government
of Sindh are media-friendly.
E-papers

15. Stakeholders Role
Customer Awareness Comprehension Conviction Action
TDAP 80% awareness about
advertising services
exports
Adpersons training and
development for global
economy
Ad services exports
are beneficial for
GDP growth
TDAP must issue
report on
Advertising
Services Exports.
OEC Adpersons training
for global economy
Foreign remittances will
decrease poverty level
Skilled human
resource is beneficial
for economy
OEC and SMEDA
must conduct
training
programs.
Ministry of
Finance
10% awareness about
3 Opportunities
3 opportunities have
direct-multiplier effect
on economy. E-papers
industry can be
developed.
PCP must support
advertising industry
via PAA for improving
Balance of Payment
Study must be
conducted to
double
advertising
industry of
Pakistan.
Planning
Commission of
Pakistan
20% awareness about
the macro
environment
Ad services exports are
more important than
adpersons training.
PCP must support
advertising industry
especially in FATA &
GB
National
Advertising Policy
must be formed.
Government of
Sindh
Zero percent
awareness about ad
services exports in
2014
E-papers industry can be
developed. 3
opportunities have
direct-multiplier effect
on economy.
Department of
Finance must support
advertising industry
for sustained job
opportunities for
youth
KCCI must
conduct training
programs.
Top 5 Agencies 80% awareness about
opportunities
Normative approach can
double industrial
volume.
Industry
development is in
favor of everyone.
Revolving Fund
must be formed
in 2013.

16. Stakeholders Role
Customer Awareness Comprehension Conviction Action
Aurora 70% awareness
about interventions
5-Year Advertising
Development Plan can
be chalked out.
Ad industry can be
doubled.
Marylou Andrew
must advocate
opportunities and
strategies till results.
Donors 10% awareness
about 3
opportunities
Small ad agencies need
to be supported
especially in neglected
areas
Job market of
Pakistan can be
improved
Behavior Change
Communication
must be advocated.
PAA 80% aware of
opportunities plus
online marketing and
professional
associations
Opportunities have
positive impact on
economy
PAA must develop
codes of conduct for
e-papers, outdoor
media and online
marketers
Comprehensive
360/365/Training
Program must be
started.
FPCCI 20% awareness
about advertising
services exports
Adpersons training and
development for global
economy
Ad services exports
are beneficial for
GDP growth
FPCCI, TDAP and
SMEDA must
conduct training
programs.
Government of
Punjab
50% awareness
about problems of ad
industry
3 opportunities have
direct-multiplier effect
on economy
Adpersons training
and development
can revive showbiz
industry
LCCI must conduct
training programs.
Government of
Khyber
Pakhtunkhwa
10% awareness
about problems of ad
industry
E-papers industry can
be developed.
E-papers can help
generating taxes for
government
Database of
adverting agencies
must be developed.

17. E-papers Advertising Tariff
Online papers with quality contents are
growing in Pakistan. Press Information
Department must approve advertising
tariff for online papers. Interim Minister
for Information and Broadcasting could
not fix the tariff. Following stakeholders
must get up for their rights by establishing
Online E-Papers Association of Pakistan.
 Top Story Online
 Ad Geek Daily
 Daily 10 Minutes
 Brandsynario
 The Desi Design
 Advertistan
 Launchpad Interactive
Small Agencies
Strategies
 Setting goals to be among Top
20 agencies of Pakistan
 Hiring professionals for TQM
and ISO-9000
 Focusing on new regions like
FATA, Southern Punjab and
AJK
 Focusing on international
markets in Africa and South
America

18. Training of Adpersons for Intl Markets
Developing human resource for global economy is a
science and art. Countries hire services of strategic
planners like Edelman and Saatchi & Saatchi.
All stakeholders in Pakistan must sit together to chalk
out a charter or resolution by end of December 2013.
Responsibility also lie over top 5 advertising agencies
of Pakistan, NPO, Pakistan Press Council, USAID,
UNIDO and SMEDA.

19. Discussion
Q:Is advertising volume during 2007 to 2012 authentic?
Gallup Pakistan: Yes
Aurora: Yes
Q:Is advertising services exports during 2007 to 2012 authentic?
A: TDAP and Gallup Pakistan have been requested to confirm data and
provide information about services-exports in last five years.
Q: Is normative forecast of advertising volume of Pakistan fair and just?
A: Industrial planning is in vogue since 1950s in the world, thus, normative
forecast of advertising volume of Pakistan is just.
Q- Are vital-few opportunities authentic?
A: Training for global market and advertising services exports are more
vital.
Q: Should there be Pakistan Advertising Atlas of 2013?
A: Authentic advertising and promotional atlases of 2013 must be
independently published by Gallup, Aurora and Orient for strategic
planning.
Q: Should donor support ad agencies in neglected areas?
A: Yes, it will help generating job opportunities, taxes and exports.
Sajid Imtiaz: Ex Creative Director, MCOM